UK ONLINE TRAVEL & TOURISM

INTELLIGENCE REPORT

MY TASK

100 pieces of insight

Delivered in 15 minutes

WHAT DRIVES SEARCH VOLUME?What’s driving search volume?

GENERIC KEYWORDS

• Just 13 keywords drive 50% of the search volume for the top 1,000 terms

CHEAP BUYS VOLUME

46% of top 1000 keywords = ‘cheap’

Location Matters

The big hitters

Holidays, Flights & Hotels

holidaysHolidays Sector

Thomson

TravelSupermarket

First C

hoice

Thomas Cook

Direct

Holidays

Icelolly

Teletexth

olidays

BeatTheBroch

ure

The co-operative tr

avel0%

5%

10%

15%

20%

ORGANIC RANKINGSTop 10

generic & location terms

Thomson

TravelSupermarket

First C

hoice

Thomas Cook

Direct

Holidays

Icelolly

Teletexth

olidays

BeatTheBroch

ure

The co-operative tr

avel0%

5%

10%

15%

20%

TUI DOMINANCE

TUI control

32% of the

‘click share’

Thomson

TravelSupermarket

First C

hoice

Thomas Cook

Direct

Holidays

Icelolly

Teletexth

olidays

BeatTheBroch

ure

The co-operative tr

avel0%

5%

10%

15%

20%

ICELOLLY

Driven by

‘holiday’ and ‘cheap

holiday’

PAID SEARCH

On the Beach

Sunmaster

Icelolly

Thomson

Teletext H

olidays

Travel Republic

Lowco

stholid

ays

Thomas Cook

Virgin Holid

ays

Dealcheck

er0%

5%

10%

15%

20%

PAID SEARCH

On the Beach

Sunmaster

Icelolly

Thomson

Teletext H

olidays

Travel Republic

Lowco

stholid

ays

Thomas Cook

Virgin Holid

ays

Dealcheck

er0%

5%

10%

15%

20% Largest click

share for90%of generic terms

PAID SEARCH

On the Beach

Sunmaster

Icelolly

Thomson

Teletext H

olidays

Travel Republic

Lowco

stholid

ays

Thomas Cook

Virgin Holid

ays

Dealcheck

er0%

5%

10%

15%

20%… and70%of top

location terms

OVERALL

Thomson

Icelolly

Teletext h

olidays

Onthebeach

Thomas Cook

TravelSupermarket

Sunmaster

First C

hoice

Direct

Holidays

Travel Republic

0%

5%

10%

15%

20%Thomson

demonstrate a good

blended strategy

flights

Flights Sector

SOME GOOD NEWS….

2007 2008 2009 2010 2011 2012 (est)0%

10%

20%

30% Search impression volume

growing

ORGANIC RANKINGS

Cheap Flights

Skyscanner

Travel Superm

arket

Ryanair

OpodoJet2

Flybe

ebookers

Lastm

inute

Dial A Flig

ht0%

5%

10%

15%

20%

25%

30%

ORGANIC RANKINGS

Cheap Flights

Skyscanner

Travel Superm

arket

Ryanair

OpodoJet2

Flybe

ebookers

Lastm

inute

Dial A Flig

ht0%

5%

10%

15%

20%

25%

30% Where have the

airlines gone?

RISING FAST - LAST MINUTE

Dec-11

Jan-12

Feb-12

Mar-1

2

Apr-12

May-12

Jun-12Jul-1

2

Aug-12

Sep-12

123456789

101112131415

Goo

gle

Posi

tion

Average position up

10 places

PAID SEARCH

Cheap Flights

ebookers

eDreams

Dealcheck

er

BudgetAir

British

Airways

Travel Superm

arket

Booking Buddy

Travelzoo

KAYAK0%

5%

10%

15%

20%

25%

PAID SEARCH

Cheap Flights

ebookers

eDreams

Dealcheck

er

BudgetAir

British

Airways

Travel Superm

arket

Booking Buddy

Travelzoo

KAYAK0%

5%

10%

15%

20%

25%Appear in

top 10 for 90% of

keywords

PAID SEARCH

Cheap Flights

ebookers

eDreams

Dealcheck

er

BudgetAir

British

Airways

Travel Superm

arket

Booking Buddy

Travelzoo

KAYAK0%

5%

10%

15%

20%

25%BA the

only airlineBut organic ranking 20 th…

Cheap Flights

Travel Superm

arket

Skyscanner

ebookers

eDreams

Budget Air

British

Airways

Ryanair

Booking Buddy

Travelzoo

0%

5%

10%

15%

20%

25%

30%

35%

OVERALLAggressive blended

strategy =

Big winner

hotels

Hotels Sector

“Hotels in London”38% increase in search

volumeJuly 2011 vs July 2012

ORGANIC RANKINGS

Lastm

inute

Late

Rooms

Premier In

n

Travelodge

Travel Superm

arket

Superbre

ak

Hotels.

com

Hotel D

irect

Booking.com

Expedia0%

5%

10%

15%

20%

25%

ORGANIC RANKINGS

Lastm

inute

Late

Rooms

Premier In

n

Travelodge

Travel Superm

arket

Superbre

ak

Hotels.

com

Hotel D

irect

Booking.com

Expedia0%

5%

10%

15%

20%

25%

44% of click share

ORGANIC RANKINGS

Lastm

inute

Late

Rooms

Premier In

n

Travelodge

Travel Superm

arket

Superbre

ak

Hotels.

com

Hotel D

irect

Booking.com

Expedia0%

5%

10%

15%

20%

25%

80% aggregators

PAID SEARCH

Booking.com

Trivago

Lastm

inute

Late

Rooms

Expedia

Hotels.

com

Agoda

Accor h

otels

Travelzoo

Travel Superm

arket0%

5%

10%

15%

20%

25%

30%

PAID SEARCH

Booking.com

Trivago

Lastm

inute

Late

Rooms

Expedia

Hotels.

com

Agoda

Accor h

otels

Travelzoo

Travel Superm

arket0%

5%

10%

15%

20%

25%

30%

65% more visibility than Trivago

OVERALL

lastminute

.com

Late

Rooms

Booking.com

Trivago

Hotels.

com

Expedia

Travel Superm

arket

Premier In

n

Travelodge

Superbre

ak0%

5%

10%

15%

20%

Top three50%

Social Media

Virgin Atla

ntic

Thomson

Thomas Cook

EasyJet

Late

Rooms

British

Airways

Booking.com

lastminute

.com

First C

hoice

Cheap Flights

Expedia

Premier In

n

Travel Lodge

Monarch

Icelolly

Skyscanner

TravelSupermarket

Ryanair

Teletext H

olidays

Superbre

ak0

10

20

30

40

50

60

70

80

Engagement Score

Volume Score

VOLUME & ENGAGEMENT

Virgin Atla

ntic

Thomson

Thomas Cook

EasyJet

Late

Rooms

British

Airways

Booking.com

lastminute

.com

First C

hoice

Cheap Flights

Expedia

Premier In

n

Travel Lodge

Monarch

Icelolly

Skyscanner

TravelSupermarket

Ryanair

Teletext H

olidays

Superbre

ak0

10

20

30

40

50

60

70

80

Engagement Score

Volume Score

VOLUME & ENGAGEMENT

GETTING THE MIX RIGHT

5th

1st

Volume

Engagement

1st

7th

Volume

Engagement

32%

28%

20%

10%6%

4%

Competitions

Price and product promotions

Travel updates, advice and tips

Holiday reviews & feedback

Loyalty and reward schemes

Customer support

SOCIAL ENGAGEMENT METHODS

48% of all customer service engagement

THE NEXT 450 INSIGHTS……

• All inclusive and packages• Cottages• Short city breaks• Villa• Ferry• Ski• Coach• More on Social Media

In 15 seconds...

SUMMARY

65% of all adults research or buy online 35%

65%

Source: Mintel 2011

the recipe for success

“Cheap” wins (but can be expensive)Location, Location,

Location

Simple Generics = Big Volume

Page 1 is critical

Social engagement really matters

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